Sports Coverage And Its Effect On Women 's Sports

863 Words4 Pages
Despite the prevalence of the gender binary in our everyday lives, it is reinforced even further by the sports media that acts as a strong social influence. Additionally, sports media depicts gender inequality by creating a discriminatory system that favors men’s sports and regards women’s sports as a “second rate investment.” Lack of funding and lack of coverage have seemingly created a self-fulfilling prophecy for the future of women’s sports. Quantitative evidence from research completed by the Amateur Athletic Foundation of Los Angeles includes a six-week analysis where 264 minutes of sports coverage contained a mere 12 minutes worth of women’s sports coverage as opposed to the 244 minutes of men’s broadcast. Furthermore, the women’s sports coverage tended to be during the ending of the broadcast and female athletes received the lead coverage twice as opposed to the 40 times a male athlete was displayed. (Duncan, Messner, Williams, Jensen) This data, although surprising, is not shocking. The lack of exposure is a product of the relationship between viewer ratings and TV network investment. Men’s sports traditionally generate the majority of revenue and garner the higher ratings among sports media thus making it more likely for sponsors and investment into men’s sports coverage. The large impact of men’s sports is directly correlated with the higher production qualities and exorbitant media coverage. In addition, television networks will tend to cater towards men’s sports
Open Document